CONCESSIONS
EAT, DRINK AND BE MERRY WITH NEARLY 150 RETAIL AND FOOD AND BEVERAGE OUTLETS SPREAD ACROSS ITS PASSENGER FACILITIES, INCHEON AIRPORT IS FAST BECOMING ONE OF SOUTH KOREA’S HOTTEST PLACES TO SHOP.
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ncheon’s combination of duty free stores, fashion boutiques and restaurants are so popular with visitors that some brand-conscious Chinese passengers fl y to the airport simply to go shopping.
These fashion junkies plan their trips months in advance, buy in bulk and never leave the airport terminal before returning home weighed down with shopping bags. These big spenders mean that the Chinese, which currently account for 28% of Incheon’s passengers, spend an average of $190 each at the airport.
They are also not alone in their love of Incheon’s retail and food and beverage (F&B) offering as the Japanese – who represent the third biggest passenger group at Incheon after the Koreans and Chinese, accounting for 20% of all travellers – spend an average of $100 per passenger. The high spend of both is the primary reason why Incheon enjoys a hugely impressive average passenger
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spend of $42. The fi gure compares to an average passenger spend of $9 at Heathrow, a gateway that has often been called a shopping mall with runways. Senior manager of Incheon’s marketing planning team, Sang-Ho Lee, says: “We know our customers and we know that the Chinese and Japanese, in particular, love brands. Our philosophy, therefore, is to provide as wide a selection of brands as possible, placing special emphasis on the need to appeal to the emerging Chinese market. “More choices mean more opportunities to buy. The Chinese are also very defi nite in what they want, and I have no hesitation in stating that if they don’t fi nd what they want when they visit the airport, they will probably never visit Incheon again.”
Adds Lee: “At the end of the day it is really very simple. We know that many come here just to shop and go home, so if they are disappointed with our brand selection and what we
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